Leading Auto Brands in the US: Q3 2024 Analysis

Introduction

In Q3 2024, the US auto industry demonstrated significant digital engagement, with top brands like Toyota, CarGurus, and CarMax distinguishing themselves. Utilizing Sensor Tower's comprehensive data insights, we explore the performance and trends of these brands across their websites and apps. Our analysis includes data on monthly deduplicated audience numbers, app engagement, and advertising efforts, providing a holistic view of their digital presence.

Toyota

Toyota's extensive digital footprint includes its website, toyota.com, and the Toyota app.

• Audience Trends: From Q2 to Q3 2024, Toyota's website visits showed a gradual decline, with visits dropping from approximately 77M in April to around 56M in September. The monthly deduplicated audience remained stable above 10M throughout the quarter, with web-only visitors dominating the landscape.

• App Engagement: The Toyota app experienced a steady increase in monthly active users, starting at about 3M in April and reaching over 3.2M by September, highlighting a growing interest in mobile platforms.

• Ad Spend & Channels: Toyota's monthly advertising spend peaked in July at approximately $24M, with OTT channels contributing significantly to impressions. Instagram and Facebook were also major channels, with Instagram leading in impressions.

CarGurus LLC

CarGurus' online presence is anchored by its website, cargurus.com, and the CarGurus app.

• Audience Trends: The CarGurus website maintained a high level of engagement, with visits peaking at over 133M in May before dropping to about 89M in September. The monthly deduplicated audience was consistently above 9M, indicating strong web activity.

• App Engagement: The app's monthly active user base remained steady, hovering around 850K throughout the quarter.

• Ad Spend & Channels: CarGurus' advertising efforts were robust, with monthly spending consistently over $1M. Facebook and OTT platforms were pivotal in their strategy, providing substantial impressions.

CarMax

CarMax’s digital strategy includes its website, carmax.com, and the CarMax app.

• Audience Trends: CarMax's website saw a slight decline in visits, from around 87M in April to 75M in September. The monthly deduplicated audience remained strong, with over 8M consistently engaged.

• App Engagement: The app's monthly active users were stable, averaging around 240K, indicating a loyal mobile user base.

• Ad Spend & Channels: CarMax's ad spend varied, peaking in April at around $4.5M. OTT and Instagram were key channels, driving a significant portion of impressions.

Conclusion

The digital engagement of Toyota, CarGurus, and CarMax in Q3 2024 underscores the dynamic nature of the auto industry. Sensor Tower's unique ability to provide cross-platform insights into web, app, and advertising data is invaluable for understanding these trends. As these brands continue to innovate in their digital strategies, Sensor Tower remains a critical resource for comprehensive market analysis.

For more detailed insights, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights.